More Opinion articles

Agile independent agencies have a natural advantage in pDOOH. Yet parts of the ecosystem are less accessible to the agencies that could drive greater use of the medium, MINT Square’s CEO writes. 

Media leaders answer four questions about OOH measurement, programmatic adoption, and where the channel is headed in the next three years.

Route’s research director explains how to measure advertising that’s constantly moving and interacting with people who are also moving.

Funnelling investment into digital content, viewed by a perpetually distracted and unhappy population, will only exacerbate society’s problems. It’s time for a rethink, writes Chris Herbert-Lo. 

A single, data-informed narrative that predicts movement and adapts to real-world behaviour means that from London to Liverpool, DOOH excels. We just need data standardisation, writes Adform’s country manager.

For Future of OOH Week, The Media Leader will be spotlighting some of the industry’s favourite OOH campaigns. Nick Manning looks back at his football favourites.

The best OOH briefs should stretch beyond visibility. Reach will always matter, but stronger work asks: What will people remember after they have walked past? What will they tell someone else? What action might they take next?

The media industry’s sustainability problem isn’t about trees. It’s about who owns the infrastructure your business depends on.

Pope Leo’s first encyclical is focused on the impact of AI. Lumen’s Mike Follett discusses three implications for ad tech. 

City Football Group’s media director describes what it takes to deliver brand content that hits the back of the net every time.